Navigating Sensitive Conversations: Patient-Centered Communication and Politeness Markers in Chinese Online Medical Consultations

<b>Background/Objectives</b>: In China, discussing sexual and reproductive health remains taboo, often preventing patients from seeking care or advice on sensitive topics. Online medical consultations (OMCs) offer a unique platform for patients to discuss these concerns more openly. This study investigates how patient-centered communication (PCC) practices, including conversational themes and the use of politeness markers, influence patient satisfaction in Chinese OMCs, with a focus on sensitive gynecology and andrology topics. <b>Methods</b>: This study used a mixed-methods approach, including theme-oriented discourse analysis (TODA) and content analysis on 328 OMCs (179 in andrology, 149 in gynecology) collected from Dr. Chunyu, a popular Chinese online healthcare platform that provides medical consultations, from 19 to 22 March 2022. Logistic regressions were conducted to assess the influence of politeness markers on patient satisfaction, while TODA examined PCC practices in sensitive conversations. <b>Results</b>: TODA identified two key themes in PCC that enhanced patient satisfaction: normalizing sensitive health concerns and fostering collaborative decision-making. Politeness markers, specifically the use of polite words and expressions of best wishes, were positively associated with patient satisfaction. However, downtoners, emojis, and sentence-final particles showed no significant effect. There were no significant differences in the impact of politeness markers between gynecology and andrology consultations. <b>Conclusions</b>: This study highlights the importance of PCC and politeness markers in improving patient satisfaction in OMCs, especially when addressing sensitive sexual health topics.